Portfolio of clients work


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Paula Arkell M.A - Brand & Retail Consultant

Portfolio of clients

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Portfolio of clients work

  1. 1. PAULA ARKELL–WALLER RETAIL CONSULTANT ‘ Working with retailers problems byusing a hands on approach to solutions’
  2. 2. Profile – Retail Consultant  VM Judging - SkillVM part of Skillsmart Retail 2011  Teaching – Workshops on all aspects of retail operations in London including Fashion & Textile Museum  Consulting – With Government Regeneration Projects: LDA, ODA,  Ilford BID, Newham Zip Cove, Fit For Business, Ilford Lane  Mentoring - And working with independent Retailers & Wholesalers: Sales Training, Merchandising, Window Display, Troubleshooting  Writing – VM and Sales Training manuals www.fashionenter.co.uk www.fashioncapital.co.uk  Illustration – Fashion and design for www.fashionenter.co.uk www.fashiocapital.co.uk
  3. 3. Areas of Specialism: Business Support & Start Up Tendering for Public and Private Sector Contracts Visual Merchandising Window Display and Planning Sales Team Training Mentoring Business Planning Design and Illustration (Freehand) Staff Development Presentation Skills Marketing Public Speaking Personal Development and Career Advice Writing
  4. 4. Visual Merchandising SkillVM, Training and Freelance VM Design
  5. 5. VM Judge 2011 ‘skillVM is a national platform for students to demonstrate their visual merchandising, creative and technical skills in a live competition environment in the search for the best of the best in VM. Designed by Skillsmart Retail, the Sector Skills Council for Retail, it promotes skills across the retail sector, develops creative flair and showcases excellence and is part of the World Skills UK portfolio of skills competitions in association with UK Skills.’
  6. 6. VM Skills 2011
  7. 7. UNIQLO - Autumn Winter Campaign Briefed to come up with concept ideas for window campaign for the new Season Sophisticated modern look. Concept 1: Film Noir (Retro) 50’s & 60’s, black and white film stars. Colours: Red, Black and white props red carpet, clapper board, movie chair. Concept 2: Modern Life Framed Sophisticated lines, key items, ‘The Shirt’, ‘The Mac’’. Colours: Black and white, Props; Frames and screens Concept 3: London Style Mod 60’s look key icons London Colours: Black and white, red, blue
  8. 8. FashionDesign, Illustration & WritingGrace Kelly Exhibition, Fashion Enter, Fashion Capital
  9. 9. Grace Kelly Exhibitionhttp://www.fashioncapital.co.uk/the-summer-dress/Grace-Kelly-At-the-VaA.html
  10. 10. Illustration and Design
  11. 11. Summer Dress Design for Brandalley Competition forwww.fashionenter.co.uk to design a summer dress for Brandalley customer. Overview: A day tonight dress, age group 25 -40 sophisticated woman wanting to make a stylish statement
  12. 12. Illustration – V & A Exhibition Elegance 2009
  13. 13. Visual Merchandising WorkshopsVM Training, Fashion Mentoring, workshop speaker
  14. 14.  Mentoring Programme in connection with Newham College time frame 6 - months Working one to one with SME’S Setting objectives to be achieved at each meeting 4-6 week meetings Support network and business advice for designers and retailers in their first few years of trading at a subsidised cost ZIP COVE Mentoring Programme
  15. 15. Akino – Handbag Bar2nd Floor, 2.15 Kingly Court, Carnaby Street, London, W18 5PW, email:onika@handbagbar.comIssues discussed & actions taken: Worked with client for 4 months looking at visual presentation of store: Store layout – creating a work bench and in store stories on the bags In store – Promotions and signage Store window ideas Approaching buyers around a concession, and what type of retailers to target
  16. 16. Akino – Handbag Bar
  17. 17. VISUAL MERCHANDISING & RETAIL WORKSHOP VISUAL MERCHANDISING & RETAIL WORKSHOP PART 1 PART 2 ‘ Windows of Opportunity’ ‘ Every shop tells a story’Purpose of Display: (60 min) Basics of display/history Store Layout: ( 60 min )  Creating a shopping experience Reinforce brand image, retailers with good brand identity  An atmosphere in store that reflects Windows as a selling tool the brand  Store layout, encouraging traffic Interior displays – current & future trends penetration  Utilizing hot spots Display calendar  Stockroom What you need in a display box  Retail Future Q & A and a tea break (15 min ) Practical: Basics to dress and style a  Q & A and a tea break ( 15 min ) mannequin ( 45 min )  Practical: in a shop environment building a display ( 45 min ) Asian Dreams Workshops The Fashion and Textile Museum, London
  18. 18. EXHIBITIONS AND TRADESHOW EXHIBTIONS AND TRADESHOW WORKSHOP WORKSHOP PART 1 PART 2 ‘ Exhibitions & Tradeshow’ ‘ How to approach buyers’Practical planning ABC: ( 60 min ) Selling – Principals of customer service Planning and setting up your stand (60 min) Creating the look  What is good customer service Props  Personal touch Organizing your day  Changing customer priorities How to promote your stand  Body language and visualization skills Marketing and POS Q & A and a tea break ( 15 min )  Q & A and a tea break ( 15 min ) Practical: Building a stand ( 45 min )  Practical Selling to a buyer ( 45 min ) Asian Dreams Workshop The Fashion and Textile Museum, London
  19. 19. Oxbow – Regional VM Manager UK and Channel Islands
  20. 20.  Vm Territory of 46 stores including 3 corners and furniture accounts throughout UK and Channel Islands Visual merchandising and training of Oxbow product within the stores, working with Managers and owners on products and promotions Identify key best selling styles from the competition that is missing from the current collection Liaise with UK Marketing Manager and VM Manager France, including regular visits to Head Office in Bordeaux and Paris Oxbow UK Channel Islands VM Manager
  21. 21. OxbowBoardwalk, Newquay Problems:  Location  Too much stock ‘less is more’  No accurate sell out figures Actions:  Relocation for 2004  New wall unit merchandising  Stock count round beginning and end of each season  Utilize exchange programme on slow or best sellers
  22. 22. OxbowFree Spirit: Brighton, Southampton, MiltonKeynes, Bluewater, Leeds, Cambridge, Guildford, Exeter Selection of product promoted within 8 stores oxbow men’s and women’s as a trial brand for summer season Placed in hot-spit locations around the stores Oxbow to become a permanent brand within all stores in 2004
  23. 23. OxbowJust Add Water:Norwich, Brighton, Southampton, Poole, Bournemouth, Bath Promotional window for snowboard wear on a sale or return basis Time frame 2-weeks Stores chosen for this was Norwich, Bournemouth, Ba th feed back of sell through was good, technical product was a slow mover
  24. 24. OxbowOcean to EarthCorner: Yeovil, Andover, Salisbury, Weymouth, Basingstoke
  25. 25. PAULAARKELL–WALLER RETAIL CONSULTANT ‘ Working with retailersproblems by using a hands on approach to solutions’